Here's the simple truth, great financial presenters tell a story behind the most significant numbers in their presentation. Every time bad financial presenters never tell stories, because there's no time because I got to go through all the numbers and all the data and there's not enough time. And since I don't have enough time, I'll just talk about not enough time. And I'll go through all the data quickly. So you got to decide right now, do you want to be a great financial presenter? Or do you want to be mediocre?

Like everybody else? If you want to be great, you've got to tell the story behind the numbers. I don't mean some gut wrenching, emotional story. I don't mean a sad story. I just mean, what's actually happening with this number? Something went way up.

Revenues went way up. Way went way down. What is it if you had a temporary blip last January, because it was the coldest January and 50 years, and it was a one time thing and it really doesn't signify any long term, poor health of your company. Ask people you know who remembers last January? I know I was shoveling the snow every single day for 30 days. Guess what?

We talked to our stores all over the country. And they said the same thing. Our customers can't get here. They're hunkered down and they're just tell them sorry. That will put a spotlight on why numbers may have gone down briefly and yet overall, the strength of your company is in good shape. So I'm going to give you more tips on how to tell stories.

You may think that it's not necessary for a financial presentation, especially a serious financial presentation. It's no time for frivolous stories. It's no time to try to be a stand up comedian. But it is time to tell the Story Behind the numbers if you actually want people to get a better understanding of the numbers and to remember the numbers, so start thinking of that story.